Google launches new shopping program

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Google has introduced Shopping Actions, a new initiative that's intended to help retailers make transactions across channels, creating an easy shopping experience for consumers and, in turn, driving sales, according to a company blog post.

The program is live in the US, and all types of retailers are able to participate, with Google taking a percentage of each successful sale made through the program.

Participating retailers will get their products to surface through traditional search, Google Express, and Google Assistant, as well as on different devices.This should enable retailers to reach consumers no matter how they prefer to shop.

The program features a universal shopping cart, connecting consumers' carts across channels. A shopper can add an item to their cart after searching for it on Google.com, and then add something else to the cart via voice shopping later, for example. Consumers are then able to purchase everything at the same time. The ability to mix and match their shopping processes may make them less likely to abandon their shopping carts.

It will let consumers link customer loyalty accounts through Google, allowing Google to serve personalized results from a retailer.If an Ulta consumer opts to connect their customer loyalty account through Google, for example, they'll be served with relevant and related Ulta products after searching for beauty products on Google. Not only would this give consumers easy access to what may be their preferred retailer, but it would also make it easier for Ulta to drive repeat purchases. Similarly, if a consumer makes the same purchase every month, Google will serve them that product when it predicts they will order it next, locking in that sale for the retailer.

Google says early partners like Target and Walmart have found success with the program. Other early partners include Home Depot, Costco, and Ulta, Reuters reports. The partners using Shopping Actions have seen their average basket size increase 30%, and total conversions increased for less cost when compared with only running Google Shopping ads. It remains to be seen, however, if smaller brands and retailers with fewer product selections and customers will find similar results through Shopping Actions.

Search engines are the biggest threat to Amazon's hold on product discovery, and Shopping Actions could further help retailers better compete with Amazon. Amazon controls the beginning of the product search process in US e-commerce, making it difficult for other retailers to draw sales because Amazon locks shoppers in from the beginning. But search engines are cutting into Amazon's lead, and Shopping Actions may help retailers better convert through the biggest search engine.